Powering strategy with innovation

A PwC power & utilities roundtable report

If change is to be successful, it has to be matched with innovation

As the energy transformation gathers pace, many companies find themselves at a strategic crossroads where tough choices on direction are being made. Commitment to sustained innovation in multiple dimensions is an important indicator of a company’s ability to pursue its strategies.

“…in the future marketplace that is beginning to emerge, innovation will be a differentiator between those companies that will be recognised as market leaders and those that will simply be part of the pack.”

Norbert Schwieters, Global Leader, Energy, Utilities and Resources Partner, PwC Germany

About our roundtable

Our Vienna roundtable event, May 2019, followed on from the release of PwC’s Strategy& report Power strategies, analysing the strategic direction of the global top 40 (GT40) power utilities companies. The roundtable involved senior executives and PwC leaders from 18 countries and four continents discussing the often mission-critical role that innovation is playing in an era of energy transformation.

As noted in the GT40 study and confirmed during our roundtable, the optimal model for strategy design and execution is not externally derived and portable across companies. Rather, it is tailored to fit the philosophies of the executive leadership team and the aptitude, key differentiating capabilities and ‘personality’ of the organisation. In short, it is unique and forged in the DNA of the business. It is a foundation for both strategy and innovation. 

This was highlighted by OMV CEO, Rainer Seele, who is in no doubt about the choices facing O&G companies “The industry faces two paths: either you transform from O&G into a wider energy company or you transform into a chemicals company. …… If I am going to start a new business path for my company, I have to ask myself two questions. First, what are my strengths? And second, what is my competitive advantage?”

Many European companies have led the way in terms of innovation. But innovation is by no means confined to GT40 companies covered in our analysis or to Europe. AES Corporation, based in the US, runs a diverse power-generation and distribution portfolio. But in a joint venture with Siemens, it is claiming a major stake in the burgeoning global energy-storage market, which is forecast to grow at around 7% a year to more than US$13bn by 2022.3 

Bernerd Da Santos, Executive Vice President and Chief Operating Officer of AES, described the lead his company has taken: “Last year we deployed 776MW of energy storage worldwide, and we are building the largest battery energy-storage facility in the world, a 100MW, four-hour-duration unit in California. We are also leaders in the US in the application of drones, second only to NASA. We are using drones to improve safety by reducing hazards across our work and increasing the availability and productivity of our energy solutions.”

However, Da Santos emphasises that innovation is nothing without adaptation and adoption. “People have to adopt the technology or the platform. Otherwise you are going nowhere.” In the case of utility-scale battery storage, AES finds itself with some ready adopters as industrial customers seek to safeguard the security of supply and utility customers seek answers to system balancing problems.

thyssenkrupp’s Carbon2Chem® project is an example of a cross-industrial circular economy initiative involving players from chemical energy and steel sectors, where thyssenkrupp is seeking to re-use more top gases from the blast furnace, coke oven and steel mill to produce chemicals, resulting in less CO2 generation.  

thyssenkrupp is investing around €60m into the project alongside other partners from chemical and energy industries. The project is preparing for industrial scale-up during 2020, ahead of commercial implementation but both the technical and wider challenges are considerable. The current emissions trading scheme is for existing technologies and there is no current CO2 tax structure that is right for this cross-industry initiative. While industry is highly committed to this project, additional societal and government support is needed.  

Partnering also critical for the digital space

The roundtable also discussed digitalisation initiatives and the importance of partnering was highlighted by Thomas Hillebrand, a board member of the Digital Asset Association Austria (DAAA), who commented “Partnering through open innovation is crucial. A lot of in-house IT capacity is a suboptimal base for innovation. If you go into partnerships with startups or other tech companies, you create new concepts much faster. De-risking it by taking it off balance sheet and out of yearly budgets can be a game-changer for innovation initiatives.” 

Contact us

Marc Schmidli

Marc Schmidli

Partner, Deals Leader, PwC Switzerland

Tel: +41 58 792 15 64